1. Media Theory & Application

2. This is not a pipe.  What is René getting at?  Hint: The painting is somethings called The Treachery of Images

3. Semiotics specifics signifier + signified = sign city word, sound, image, etc. mental concept

4. Aspects of what is "Signified" 1 st order: Denotation The literal meaning of a thing or sign. Digital 2 nd order: Connotation The "deeper" meaning, socio- cultural and personal associations. Analog (bonus level) 3 rd order: MythMyth Major culturally-variable concepts underpinning a particular worldview – e.g. masculinity, femininity, freedom, individualism, colonialism, etc. The Matrix

5. Aspects of what is "Signified" Denotation Dinner + place setting Connation We're open tonight, selling sit-down meals, including dinner [Mass produced, inexpensive] homey food after hours 50's-flavored diner restaurant (waitresses + gruff male cooks?) Highway and driving culture Myth WASP Americana nostalgia -> warmth & authenticity

6. Code – definitions & examples  A set of practices familiar to users of the medium operating within a broad cultural framework  An ever-evolving system of explicit social conventions A few codes of the moving picture medium: Genre (narrative, characterization, themes, setting, iconography) Camerawork (shot size, focus, lens movement, camera movement, angle, lens choice, composition) Editing (cuts & fades, cutting rate & rhythm) Manipulation of time (compression, flashbacks, flashforwards, slow motion) Lighting Color Sound (soundtrack, music) Graphics Acting technique Narrative style Authorial style

7. Signs Codes Syntagms* * syntaxes, grammars, structures repeated over time become Conventions

8. Why is any of this relevant? Intentionally or not…  Every scrap of media you will create has denotations, connotations, & even myths  Every scrap of media you will create follows/uses/twists/breaks codes and conventions In this class, let's be intentional about what we're communicating to whom with our creations.

9. WHAT IS IT SAYING TO WHOM? For the following media samples, think connotations, conventions used/borrowed, values displayed, myths conjured, for some [which?] audience.

10. Wicked Witch, 1939 Wicked Witch, 2013

14. ICE: Media Theory Analysis In small groups, discuss a favorite/memorable game or website in terms of: Audience Conventions of any kind (technical and socio-cultural) Connotations Myths

15. Homework  Media Theory Analysis Media Theory Analysis